Index Living Mall PCL (ILM) is targeting the Mid-Century home furniture market with the launch of its new 'ASAHIKAWA' series. This furniture line draws inspiration from Japanese wood furniture, combining diverse materials with clean geometric lines and distinctive Japanese wood design elements under the concept "Real Wood for Modern Living." The asahikawa appeals to multiple consumer segments, including design-conscious Gen Z customers who appreciate Japanese aesthetics and seek unique home styling options. It also employs Nostalgia Marketing strategies to attract Gen X consumers, who value superior shopping experiences and quality of life, while appreciating elements that evoke cherished memories. For the independent-minded Gen Y demographic, who prefer distinctive lifestyle choices, the series offers versatile design options. The ASAHIKAWA series launch aims not only to expand into newer market segments but also to retain ILM's core Gen X-Y customer base, which currently represents 80% of JOY Members (with a 70:30 female-male ratio). The company continues to enhance customer shopping experiences through extensive promotions and exclusive privileges to drive sustained sales growth.
"In developing the ASAHIKAWA series, we carefully studied contemporary consumer behaviours," says Ms.Kridchanok Patamasatayasonthi, Managing Director of Index Living Mall PCL. "Today's consumers aren't bound by catalogue-style decorating or complete furniture sets. Instead, they prefer expressing their personality through mix-and-match styling, creating interesting dimensions and unique room aesthetics that align with modern living without being excessively minimal or modern. The Mid-Century style furniture in this series features distinctive details that balance functionality with masterpiece design. Pieces can be purchased individually to complement existing furniture or as complete sets for a more cohesive look. Different details and elements tell a harmonious story, giving ASAHIKAWA a character distinct from previous real wood furniture styles."
“Beyond the outstanding furniture design, each item is thoughtfully designed for optimal functionality, with versatile functions that seamlessly adapt to every room in the home. The moderately sized pieces allow customers to decorate their favourite rooms in houses, condominiums, or even apartments, offering flexibility for various living situations while perfectly expressing your personal story and style. Thailand's furniture market is projected to grow by 4.5% in 2024-2025 compared to the previous year. While residential furniture demand faces real estate sector constraints, strong demand from office and hotel segments continues to drive market growth. ILM's commitment to sustainability, including eco-friendly furniture production and reduced deforestation, aligns with modern consumer preferences and the company's 'Sustainable Living for Future Lifestyle' strategy,” adds Ms.Kridchanok Patamasatayasonth.
Inspiration from Quality Woodwork: Embodying Respect for Nature
Building on the success of its Japanese-style real wood furniture series "TAKAYAMA" and "WASABI," ILM expands its portfolio with the ASAHIKAWA series. The series takes its name from Hokkaido's second-largest city, Asahikawa, a region in central Hokkaido renowned for its abundant forests and distinguished heritage in wood furniture manufacturing. The area's meticulous production processes and environmental stewardship are reflected throughout the ASAHIKAWA series. Following the "Real Wood for Modern Living" concept, the series combines genuine wood with recycled MDF Forescolor materials, delivering moisture-resistant and durable properties. The series also incorporates wood from retired rubber trees, adding value to natural resources through sustainable environmental practices—a continuing commitment for ILM.
Mid-Century Modern Design: Bridging Generations Through Timeless Style
Born in the post-World War II era, Mid-Century style revolutionised furniture design by incorporating metal elements that conveyed structural strength. The aesthetic marries warm retro tones—mustard yellow, orange, and slate blue—with dramatic interplays of light and shadow, while geometric lines create spaces that are both modern and nostalgic. Today, this decorating style is experiencing a renaissance as homeowners embrace the Nostalgia Living trend, seeking to create spaces that evoke warmth and cherished memories, transforming homes into vessels of emotional storytelling.
The ASAHIKAWA series artfully blends these design elements with real wood materials through chrome-plated steel legs, rattan accents, intricate carvings, and seamless smoked glass panels. Each piece showcases multi-dimensional textures that create visual harmony, whether as a standalone statement piece or part of a complete set. Offering comprehensive solutions for bedrooms, living rooms, workspaces, and kitchens, the series makes Mid-century sophistication accessible and affordable.
Exclusive Launch Promotions for ASAHIKAWA Series:
- TOP SPENDER JOY Member Promotion: Spend 50,000 baht or more on ASAHIKAWA series (Feb 6 - Apr 30)
- Win accommodation vouchers for "Patamma Lagoon Villa," an Eco Luxury Resort set on 500 rai of natural landscape in Nan Province. 17 fxprizes of 3-day, 2-night stays valued at 18,000 baht each, total value 306,000 baht
- Krungsri credit card holders: 0% interest for 10 months plus chance to win Patamma Lagoon Villa stays (6 prizes worth 18,000 baht each, total value 108,000 baht)
- JOY Members: Spend 15,000 baht on ASAHIKAWA series to join 'Lifestyle Experience Workshops':
- 'Chocolate Dubai Full Bloom': Dubai chocolate-making workshops at these branches: Ratchaphruek (Feb 8-9), Pattaya (Feb 14-15), Bangna (Feb 15-16), Rangsit (Feb 22), and Phuket (Feb 23)
- 'SWEET CANDLE FULL BLOOM': Gel candle-making workshops at these branches: Hua Hin (Feb 8), Khon Kaen (Feb 16), Chonburi (Feb 22), and Kaset-Nawamin (Feb 23)
- Easy E-Receipt 2.0 Program: Use e-Tax Invoices & e-Receipts for tax deductions up to 30,000 baht (available until Feb 28, 2025)
Experience Mid-century real wood furniture ASAHIKAWA series at all Index Living Mall branches nationwide or shop online at www.indexlivingmall.com. For more information, please call 1379